Critical Analysis of Television Commercials Exercise As a class, we will be performing critical analysis on a selection of commercials, some of which have been shortlisted for this year's Clio Awards.
This is a collaborative assignment. Although I am only requiring you to participate in the analysis of one commercial, you may contribute to the analysis of as many as you choose. Perform your analysis on the Wiki page where the video of the commercial appears.
Don't remove the video of the commercial. Other than that, you may modify the page in any way you choose. This is a collaborative assignment (see Jon Udell's Heavy Metal Umlaut). Process Work points will be awarded to those who create and edit content. Those who do not will receive 0 on the assignment.
Due at the beginning of class on Thursday, September 27. 100 participation points.
HOW TO FIRST, select a commercial from the following:
SECOND, summarize the commercial. Be sure that you include information concerning the product in the introductory paragraph of the summary.
FINALLY, analyze it. Consider these questions in your analysis:
Who is the audience (hint: the answer is more than just "people watching TV")?
What is said?
How is it being said?
Why is it being said this way?
Can you compare it with something else?
Consider content, genre+style+organization, and rhetorical context by examining the producer's choice of music, cultural references, cinematography (camerawork [movement], composition [framing], editing, lighting, sound, color v. black and white, actors [choice of and performances], writing, special effects). Nothing is off limits.
REMEMBER: Every element in the commercial represents a conscious decision on the part of the producer and his or her team. I'm asking you to consider why they made these particular decisions. Obviously, this isn't about whether or not you like the commercial.
WAYS TO PERFORM CRITICAL ANALYSIS
(1) Zero in on key elements--one, some, or many (acting, cinematography, costumes, lighting, special fx) (2) View through a critical lens--that is from a certain POV (The power of the rallying cry, classism, objectification) (3) Compare to something similar -- in whole or in part (Ferris Bueller, other beer commercials, movies w/similar themes)
To Perform Critical Analysis of Texts: Use textural elements, the thesis/major claim, evidence, POV, assumptions, implications/inferences, judgments, conclusions to examine the author's line of reasoning. Look for gaps, omissions, oversights. Remember, your objective is to interpret, share, and convince. ID the author's argument and then make your own argument.
Suggestions for the organization of the essay you write:
In the intro, ID the issue, the text, and the author, summarize the original, and state YOUR thesis. In the body of the essay, use your thesis as a blueprint to guide your discussion of the strengths and weaknesses of the original text. Finally, conclude with a point about the larger conversation.
As a class, we will be performing critical analysis on a selection of commercials, some of which have been shortlisted for this year's Clio Awards.
This is a collaborative assignment. Although I am only requiring you to participate in the analysis of one commercial, you may contribute to the analysis of as many as you choose. Perform your analysis on the Wiki page where the video of the commercial appears.
Don't remove the video of the commercial. Other than that, you may modify the page in any way you choose. This is a collaborative assignment (see Jon Udell's Heavy Metal Umlaut). Process Work points will be awarded to those who create and edit content. Those who do not will receive 0 on the assignment.
Due at the beginning of class on Thursday, September 27. 100 participation points.
HOW TO
FIRST, select a commercial from the following:
- Acura Transactions Jerry Seinfield
- Audi LED Headlights Vampire Party
- Back to the Start--Chipotle
- Bundy 5 White Rum--Ain't No Nancy Drink
- Chevy Silverado Apocalypse
..SECOND, summarize the commercial. Be sure that you include information concerning the product in the introductory paragraph of the summary.
FINALLY, analyze it. Consider these questions in your analysis:
Consider content, genre+style+organization, and rhetorical context by examining the producer's choice of music, cultural references, cinematography (camerawork [movement], composition [framing], editing, lighting, sound, color v. black and white, actors [choice of and performances], writing, special effects). Nothing is off limits.
REMEMBER: Every element in the commercial represents a conscious decision on the part of the producer and his or her team. I'm asking you to consider why they made these particular decisions. Obviously, this isn't about whether or not you like the commercial.
WAYS TO PERFORM CRITICAL ANALYSIS
(1) Zero in on key elements--one, some, or many (acting, cinematography, costumes, lighting, special fx)
(2) View through a critical lens--that is from a certain POV (The power of the rallying cry, classism, objectification)
(3) Compare to something similar -- in whole or in part (Ferris Bueller, other beer commercials, movies w/similar themes)
To Perform Critical Analysis of Texts:
Use textural elements, the thesis/major claim, evidence, POV, assumptions, implications/inferences, judgments, conclusions to examine the author's line of reasoning. Look for gaps, omissions, oversights. Remember, your objective is to interpret, share, and convince. ID the author's argument and then make your own argument.
Suggestions for the organization of the essay you write:
In the intro, ID the issue, the text, and the author, summarize the original, and state YOUR thesis. In the body of the essay, use your thesis as a blueprint to guide your discussion of the strengths and weaknesses of the original text. Finally, conclude with a point about the larger conversation.